Victoria’s SecretSpeaking of Lingerie, it is usually labeled as women’s business. However, Roy Raymond, founder of Victoria’s Secret, claimed that their store objective was to provide convenient and comfortable shopping experiences for male customers. In 2011, Victoria’s Secret had opened their first retail store in Canada. Will America’s largest and most successful lingerie retailer (Blakeslee) be reaching its new height through the Canadian Market? Let’s find out. History and Founders

This legendary sexy story all began when a graduate student from Stanford Graduate School Of Business went to purchase lingerie for his wife from a department store. Yet, the delightful moment had become awkward and embarrassing. Not just that Raymond knew nothing about women’s undergarments, but also bras and panties were all hung on a sterile rack which made him feel uncomfortable to go through the sizes and look for the right one he needed. As a result, Raymond came up with a business idea. He believed that there would be a market for a store selling sexy and seductive ladies’ undergarment but at the same time providing a cozy atmosphere for male shoppers. In 1977, Raymond opened his first store in San Francisco Stanford Shopping Centre by borrowing $80,000 from relatives and bank, thus Victoria’s Secret was born. What makes Victoria’s Secret different from the other lingerie stores is that Raymond has incorporated wooden panels in its store interior and had all the undergarments paired together in all sizes displayed on frames, as to provide a comfortable shopping experience for male shoppers. Besides, he also came up with the mailing catalogue idea, where people could simply target their wanted-products at home, and save them time from browsing in store. Turned out Victoria’s secret was a huge success; it has generated half a million dollar profit in its first year of operation. In less than five years after the business was started, four extra branches were opened and...

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...Victoria’sSecret
Situation Analysis
Victoria’sSecret is one of the biggest brands in the U.S. lingerie market. There primary business is to sell intimate apparel business focus on comfort and fit with an emphasis on glamor. As of now, Victoria’sSecret specializes in lingerie, swimwear, beauty products, sleepwear, hosiery, etc. This has helped the brand in developing a unique image for its product.Victoria’sSecret parent company is the Limited Brands Company. It is based out of Reynoldsburg, Ohio. Currently operating 1,017 stores in 49 states, Puerto Rico, and Canada, the company annually generates around $4,564,000,000 of revenue in their stores. With the combination of catalogue and VictoriasSecret.com, generates annual revenue of $1,557,000,000 (Brands, L).
The U.S. economic growth has been slow since the recession and is not likely to reach the pre-recession rates any time soon. But there has been some slight improvement in consumer confidence and lower unemployment which should help Victoria’sSecret comparable store sales. Inflation has been another factor that drives revenue growth for same sales volumes and will aid growth in the brand’s revenue per square feet. Going forward, the U.S. annual GDP growth rate and inflation rate are expected to be around 1.4% and 2% respectively. This gives a nominal GDP growth rate of...

...Case 6
Victoria’sSecret Pink: Keeping the Brand Hip
As consumers, we pay attention to what is hip and trendy in the marketplace as it relates to fashion. Advertising plays a large role in the fashion decisions made by adults and pre-adults alike. For instance, advertisers for Victoria Secret have done a brilliant job of creating an association with the Victoria Secret brand and the visual image of lingerie that immediately comes to mind. They do this by using famous super models to market their signature bras, panties and sleepwear. This association is then projected back on the consumer, who begins to believe that they can be just a seductive as the Victoria Secret supermodels if they purchase this lingerie. A dilemma that may arise from this is that sometimes ethical boundary lines may become blurred or even crossed when advertisers try to establish a target audience. In an effort to generate profits, companies may be putting themselves at risk by targeting audiences that are too young for their sexually charged merchandise.
1. Analyze the buyer decision process of a typical Pink customer.
The typical Pink customer is a young and fashionable woman that enjoys comfortable clothing. For women who may think that the Victoria Secret line is too racy or sexy for them, the Pink line offers a casual alternative that allows young women to feel cute and playful. The Pink brand is...

...VICTORIA’SSECRET
EXECUTIVE SUMMARY
Formerly called 'The Limited", Limited Brands operates more than 3,700 stores in the United States (Limited Brands Annual Report 2004). Its apparel segment includes The Limited Stores and Express. Its intimate products business, Victoria’sSecret (lingerie stores, catalogs and online business), accounts for more than half of the company's revenues. Its personal care product business includes Bath &amp; Body Works, Henri Bendel (also sells apparel) and White Barn Candle Co. (candles and fragrances).. Victoria’sSecret is one of, if not the most popular women’s lingerie and clothing store in the United States. They are known for their higher priced, sexy, and sometimes promiscuous clothing.Marketing, customer service and selection are at the heart of the company's core competencies. Victoria'sSecret focuses heavily on Marketing and new product R&amp;D is emphasized.Victoria’s Secret has come up with many different innovations after first opening their door, such as a make-up line, body care line, and PINK teenage line.The next logical step is for Victoria’sSecret to create a new kind of Rescue Swimsuit that can help women who cannot swim feel more confident and safety because of its improvements.Victoria Secret is an American...

...Group Consumer Analysis: Victoria’sSecret |
MKTG 425-101 |
Michelle Fox, Tyler Gullivan, Shannon Johnston, Sara Seeger, Colin Watts |
Executive Summary
Victoria’sSecret is one of, if not the most popular women’s lingerie and clothing store in the United States. They are known for their higher priced, sexy, and sometimes promiscuous clothing. Victoria’sSecret has come up with many different innovations after first opening their door, such as a make-up line, body care line, and PINK teenage line. The next logical step is for Victoria’sSecret to create a baby clothing line. The baby clothing line, entitled Baby Secret, would have various types of infant and toddler clothing, and would be classic and simple, yet fashion-forward. A focus group was interviewed to find out their feelings on the Victoria’sSecret brand as a whole, and the new baby line. From these findings, a rationale was built which helped form a new target segment, examples of possibly baby products, and recommendations of company changes in strategy and tactics. All of these elements confirmed the original proposition that the Victoria’sSecret new baby clothing line is the next logical step in the Victoria’sSecret expansion plan in order to generate more revenue, and capture a different...

...Company
“Victoria'sSecret is inspired by a love for lingerie, and the desire to bring beauty—and fantasy—into every woman’s wardrobe. We believe little luxuries are of grand importance. And what’s closest to your body is always closest to our heart” (Victoria’sSecret Facebook page).
Victoria’sSecret was originally founded in 1977 by Roy Raymond; the store was opened in San Francisco. The reason he opened the store was because he always felt uncomfortable shopping for lingerie for his wife, so he wanted to create a more comfortable atmosphere using Victorian details and helpful sales staff. He later opened up a few more stores and started a mail-order catalogue. In 1982 Leslie Wexner, the founder of The Limited, bought Victoria’sSecret and its catalogue for $1 million to add to his current collection of brands already owned. In 1998 Victoria’sSecret launched VictoriasSecret.com, which is one of the fastest growing and most profitable e-commerce on the Internet. As of January Victoria’sSecret stores had a Net Sales of over $4 billion and the catalogue and Internet site combined for over $1 billion (limitedbrands.com).
There are currently over 1,000 Victoria’sSecret stores, we choose to focus on the couple in the Cincinnati area. We interviewed Liz Papa a PINK...

...Differentiation strategies
Marketing mix strateies
Future expansion
History
•
Victoria’sSecret was started in San Francisco in 1977 by a
Stanford Graduate School of Business alumni Roy Raymond
FUN FACT: Roy Raymond always felt uncomfortable when
buying underwear for his wife. Inspired by this, he founded
the company that is now at the forefront of lingerie retailing
worldwide.
FUN FACT: The brand was named after the prudish Queen
Victoria. And what was actually her secret? Only she will ever
know.
• 1st store opened in Stanford Shopping Center and then
quickly followed it with a mail order catalog and then 3 other
stores
The store was sold for $4 million to The Limited in 1982
• In 1990s the company began to gain notoriety when they
used supermodels in fashion shows and advertising
• A 1998 survey rated it the nation's ninth-most recognized
brand and the company's name has grown to be synonymous
with romantic and stylish lingerie.
Why was the brand established?
Market Gap
• There was no place for men to
shop for lingerie
• Victoria’sSecret was meant
to create a comfortable
environment for men
– Wood paneled walls
– Victoria details
– Helpful sales staff
– There were single styles,
paired together and
mounted on the wall
Mission:
Victoria‘sSecret is committed to being
global trendsetter in premium
women lingerie providing superior
shopping experience to both men
and...

...Product Strategy for Victoria’sSecret:
A Case Study on the practices of International Business Entry
Abstract
Consumers all around the world have been waiting for Victoria'sSecret to open its stores in their country. Until the early 2000’s, Victoria'sSecret actively decided not to expand outside the United States. Victoria'sSecret is one of the most prestigious lingerie brands in the world. In fact, the website and catalog side of Victoria'sSecret noticed very strong sales growth rates from its international customers over the years, while its US customer base and sales remain stable. This proved potential for large sales abroad. As a result, Victoria'sSecret announced the company's plan to expand internationally in 2010. Since Victoria’sSecret has brand appeal all over the world, it is important for the company to have a strong international product strategy. They were forced with a decision: modify their products toward the country in which they are being sold or sell standardized products the same in all markets. As a result, Victoria’sSecret chose to utilize the standardization strategy and has been very successful with it. Consumers all over the world seem to buy their products because of the company’s brilliant...

...﻿Victoria'sSecret has 1,040 stores globally with more than 6 million square feet of retail space. Net sales are more than $5 billion and average sales per selling square foot are $581. However, when the word globally is used, it actually means the United States. International sales are mostly mail order or at a handful of airport stores. Victoria'sSecret could position their international presence better and is something they should work on.
Victoria'sSecret still might be a secret to a lot of people in the Middle East as well. Sexy lingerie and conservative societies do not always mix. This means that expansion into the region will be slow and is most likely going to be led by beauty and branded accessories. That is what the brand current does in their Mirdiff City Centre Mall in Dubai.
Victoria's Secret's Corporate site says: "Visit one of the most powerful, sexy and glamorous stores in the world, Victoria'sSecret, where you'll find a dazzling assortment of intimate apparel, beauty products, sleepwear, hosiery and more." Sexy and glamorous are the keywords, with the brand one of the dominant players in the mid to up-market lingerie stakes. Victoria'sSecret has never made any secret of its highly sexualized merchandise, which has allowed it to establish a strong brand...